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Adidas Originals SS16 Global Campaign
Adidas invites sneaker fans to build their own futures by breaking away from a dystopian world in an edgy n… Read More

Adidas Originals SS16 Global Campaign
Adidas invites sneaker fans to build their own futures by breaking away from a dystopian world in an edgy new campaign for Adidas Originals. The spot depicts four brand influencers —lifestyle blogger and model Aleali May, Cleveland Cavaliers' Iman Shumpert, singer and DJ Kyu Steed and artist Design Butler—trekking through gritty, dark, post-apocalyptic city streets complete with gangs and trash-can fires, and eventually through a prismatic tunnel into a brighter future.
"It's an edgy and authentic way of showing them marching to that vanishing point, which is representing the future. We're asking consumers to focus and create their own future, and not look back."
Brandon Beaty // director of brand communications
For the Spring / Summer 2016 season, Originals introduced a new dimension and concept to their brand story, which previously had been focused on the past and present; this time it was about the future. The story focused on challenging the dystopian views of the future by reminding its audience that we can and should define our own path instead of going along with the masses. Read Less

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Adidas Originals SS16 Global Campaign
Adidas invites sneaker fans to build their own futures by breaking away from a dystopian world in an edgy new campaign for Adidas Originals. The spot depicts four brand influencers —lifestyle blogger and model Aleali May, Cleveland Cavaliers' Iman Shumpert, singer and DJ Kyu Steed and artist Design Butler—trekking through gritty, dark, post-apocalyptic city streets complete with gangs and trash-can fires, and eventually through a prismatic tunnel into a brighter future.
"It's an edgy and authentic way of showing them marching to that vanishing point, which is representing the future. We're asking consumers to focus and create their own future, and not look back."
Brandon Beaty // director of brand communications
For the Spring / Summer 2016 season, Originals introduced a new dimension and concept to their brand story, which previously had been focused on the past and present; this time it was about the future. The story focused on challenging the dystopian views of the future by reminding its audience that we can and should define our own path instead of going along with the masses.